According to a 2022 digital study by We Are Social and Hootsuite®, the number of internet users in Mexico in 2022 was about 97 million, a 3.8% increase from 2021. During the same time frame, the number of active social media users in Mexico increased 2.5% to 78.3%. With Mexico’s digital growth still moving steadily upwards, it’s no surprise U.S. companies are looking south of the border for business growth opportunities.
At Rhea + Kaiser, we’ve been exploring the digital landscape in Mexico to help our clients generate additional revenue streams and have found great potential in social media advertising. If your brand is seeking to do the same, here are some statistics and trends to consider.
SOCIAL MEDIA STATS
Internet users* in Mexico spend more time online than those in the United States – on average 8 hours and 55 min vs. 7 hours and 5 minutes respectively, including average time spent on social media – 3 hours and 20 mins, higher than U.S. social media use. In fact, Facebook and YouTube were the number two and three most visited websites, only after the search giant Google.
Internet users in Mexico also use social media to look for information about brands and products at almost double the rate of U.S. equivalents, at 63 percent. Social media ads lead the list of top mediums and channels helping these consumers discover new brands, products, and services. This may be credited to WhatsApp, which is widely used globally but has not yet gained momentum in the U.S.
WHAT IS WHATSAPP?
Let’s take a closer look at WhatsApp and the opportunity for marketers to utilize the platform. WhatsApp is a messaging app that allows users to send messages, images, audio, or video with a wi-fi connection.
It’s the number one social media platform used in Mexico, followed by Facebook and Facebook Messenger. It’s where your customers connect with family, friends and your competitors.
But what opportunity does WhatsApp present for your brand? It provides a new way to connect prospects and fans. Plus, incorporating WhatsApp into your customer touchpoint strategy can help you modernize your customer-care approach. When customers need help, they want to connect with businesses the same way they connect with their friends and family, through fast and convenient messaging. With a WhatsApp Business account, you can set up messaging tools to quickly respond to customers. And with less effort.
Additionally, WhatsApp is where your customers are most responsive. WhatsApp boasts impressive open rates. According to Campaign Monitor, WhatsApp marketing open rates hover around 90 percent. The high response rate creates an opportunity for more meaningful interactions that go beyond support requests. Customers can ask questions, provide feedback and even give your brand a shout-out.
If you’re seeking to grow in Mexico, in-language WhatsApp marketing is integral to your communications strategy to engage with customers and generate loyalty with timely, friendly, and expert service.
SOCIAL MEDIA COMMERCE TRENDS
Conversational commerce in social networks takes place when a consumer sees a paid social ad and interacts directly with the brand to ask questions about the advertised product. It is particularly useful when consumers have doubts. The operators and their responses can help close the sale. In 2023, this trend will continue in Mexico.
Live commerce, on the other hand, is a mechanism brands can use to connect with customers through social media. Live broadcasts connect a brand to their audience and can be used to enable surveys, product demos, and answer questions. This generates meaningful engagements between brands and customers, and then guides them along the customer journey.
After learning about social media opportunities in Mexico, learn about top video trends that can help elevate the customer experience with your brand as part of your social media strategy in the U.S and likewise in Mexico.
*All figures indicate internet users aged 16-64 and are gleaned from the following sources, unless linked to another source within the blog:
https://datareportal.com/reports/digital-2022-mexico
https://datareportal.com/reports/digital-2022-united-states-of-america